HOLMES INSTITUTE
FACULTY OF
HIGHER EDUCATION
HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
POSTGRADUATE PROGRAM
SUBJECT OUTLINE
HI 5004 Marketing Management
TRIMESTER 3/ 2014
Holmes Institute is committed to providing the highest quality education
in a dynamic, student-centred learning environment. Holmes Institute fosters in its
students rational thought, intellectual integrity and social responsibility.
www.holmes.edu.au
FACULTY OF HIGHER EDUCATION
Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.
The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional Accounting, a Master of Business Administration and a Graduate Diploma in Business.
Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/undergraduate.
HOLMES INSTITUTE POSTGRADUATE PROGRAMS
At Holmes Institute, the Master of Business Administration, the Graduate Diploma in Business and the Master of Professional Accounting offer domestic and international students the opportunity to study a set of contemporary subjects in the field of business. These subjects prepare students for the challenges in business environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment.
The Masters' programs of Holmes Institute focus on:
• Developing career related capabilities
• Emphasis on business numeracy and literacy
• Managerial proficiency
• The new economy
• Leadership
• Entrepreneurship
• Social responsibility and ethics.
SUBJECT OVERVIEW
Welcome to HI5004 where we study Marketing Management. Marketing begins and ends with the customers. It is about meeting their needs profitably and building relationships.
Marketing Management aims to get, keep and grow customers. It involves choosing a target market, crafting a unique positioning for the product/service, getting the “marketing mix” right, building brand equity, and creating, communicating and delivering superior customer value.
I look forward to sharing the exciting world of marketing, consumers and brands with you
Jas Paul Chawla
Subject Coordinator
SUBJECT RATIONALE
Kotler, Keller and Burton’s book on Marketing Management talks about marketing in the 21st century as follows: “Marketing is everywhere. Formally or informally, people and organisations engage in a vast number of activities that we could call marketing. Effective marketing has become an increasingly vital ingredient for business success. And marketing profoundly affects our day-to-day lives. It is embedded in everything we do – from the clothes we wear, to the websites we click on, to the ads we see.”
The purpose of this subject is to provide an understanding of marketing management and to introduce students to the principles and practices of marketing, from both a local and international perspective. The course covers various topics, including: Defining marketing; the role of market research in marketing; building strong brands; applying the 4P’s/7P’s of the marketing mix; goods versus services marketing and, integrated marketing communications (IMC).
SUBJECT OBJECTIVES & LEARNING OUTCOMES
Upon successful completion of this subject, you will have:
1. An understanding of the theory and practice of marketing management;
2. An understanding of how marketing tools are applied in a variety of business settings;
3. An understanding of how marketing strategy is formulated from market intelligence;
4. Enhanced problem-solving and decision-making abilities in relation to market analysis;
5. An understanding of how companies organize their marketing programs and manage these activities effectively.
SUBJECT ADMINISTRATION
Awards Duration Core/Elective Subject weight
BBus, BPA 1 semester Core 3 credit points
Mode of delivery On campus
Prerequisites Nil
Workload Students are expected to attend all classes
Delivery 2 hrs of lectures and 1 hr tutorial or equivalent
Independent study 5 hrs

CONTACT DETAILS
Subject Coordinator and Lecturer Sydney Campus
02) 9299 1400 Jas Paul Chawla
jchawla@holmes.edu.au Consultation times
Tue 10 to 12
Wed 2 to 4
Fri 2 to 4
Dushyant Singh Lecturer at Brisbane campus dsingh@holmes.edu.au
TBA
Alex Kouznetsov
Lecturer at Melbourne campus 03) 9662 2055 akouznetsov@holmes.edu.au
TBA
* Other times by appointment
CONSULTATION TIMES
Monday Tuesday Wednesday Thursday Friday
Sydney Campus 10 to 12 2 to 4 2 to 4
Melbourne Campus TBA TBA TBA TBA TBA
Students please note:
Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered.
STUDENT ASSESSMENT
ASSESSMENT TYPE DUE DATE WEIGHT
Individual Essay Week 6 20%
Group assignment (Report & Presentation) Week 10&11 30%
Final Exam Exam Week 50%
ASSESSMENT POLICY
To be eligible to pass this subject, students must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically using a word processor, uploaded to Blackboard via SafeAssign. You must print and attach the full SafeAssign report with the Holmes Institute Cover Sheet to the printed assignment (hard copy).
The assignment cover sheet must include the student/s name, number, subject code and subject name, subject lecturer’s name, assignment due date and time of submission. All hard copies must be submitted to the designated Assignment Submission Facility on Campus during opening hours.
Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment value per calendar day unless an extension and/or special consideration has been granted by the Subject Coordinator prior to the assessment deadline. Unless an extension and/or special consideration has been granted by the Subject Coordinator prior to the assessment deadline, no assessments are accepted after 14 calendar days of the due date or the end of the trimester for assessments due later in a trimester. Students are requested to familiarize themselves with the Holmes Institute Assessment Policy located on the Blackboard Student Subject: HE-General Study Information (HGEN_HE) General Information Policies and Procedures Holmes Institute Student Assessment Policy v1.pdf.

STANDARD GRADING SYSTEM AND DISTRIBUTION
GRADE LETTER RANGE
High Distinction HD 80% and above
Distinction D 70 – 79%
Credit CR 60 – 69%
Pass P 50 – 59%
Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide )
Faculty Pass* FP 46 – 49% (awarded by Board of Examiners)
Supplementary Exam Granted (a temporary grade) NS Supplementary examination granted
Deferred Exam (a temporary grade) ND Officially Deferred examination
Fail NA Student did not submit any work according to the schedule in the Subject Guide
Result Withheld RW Additional assessment and/or work required
Result Withheld WH Outstanding fees or non-return of Holmes Institute materials
* This grade is sometimes referred to as a conceded pass at other institutions
Explanation of Letter Grade

HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed.

D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations.

CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident.

P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study.

NN Did not meet the learning objective of the subject
VIEWING STUDENT GRADES
Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments are published within two weeks of the due date of the assessment and the final examination. Students who wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at www.holmes.edu.au /undergraduate/appeals.
PLAGIARISM AND ACADEMIC MISCONDUCT
Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in any form during an examination is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook (located on Blackboard in the Student General information Subject: HE-General Study Information (HGEN_HE) General Information Student Handbook 2010 v.3.pdf).
Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances of plagiarism will be dealt with promptly).
It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing can be found in the Student Handbook. It expected that you will be familiar with the APA style of referencing.
USE OF BLACKBOARD
Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to Blackboard to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects.
Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: bbhelpdesk@holmes.edu.au.
USE OF RESOURCE CENTER AND PROQUEST
For most subjects, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Centre will be of use here. In addition, current students have access to a range of electronic academic journals via Proquest, which is accessible once you log into Blackboard.
Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer and/or the Resource Centre staff on your campus.
STUDY SKILLS & ACADEMIC SUPPORT
Students who have difficulties with their studies and/or specific forms of assessment should visit online Study Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic Support, which is free for any student enrolled. See details on
http://www.holmes.edu.au/undergraduate/Information.

DETAILED INFORMATION ON SUBJECT ASSESSMENTS
1. Assessment 1: Individual Essay
Weighting: 20%
Length: 1500 words
Due Date: Week 6
From discussions and material presented during lectures, write an essay to demonstrate your theoretical understanding and practical application of Marketing. Each student is to select one of the essay topics below and write an essay of 1500 words, to be submitted in Week 5. The essay must be referenced with relevant up-to-date sources.
1. Why is it important to do market research and adjust the marketing mix when entering into a foreign market? Explain the theory and then give practical examples of how some companies have already adjusted their marketing mix in foreign markets. Also, explain what advice you would give the marketing team of “Vegemite” - if they wanted to launch this product in a foreign market such as South Africa (or a market of your choice), where people do not know the product/brand.

Marking Criteria for Individual Essay
Assessment Criteria Maximum Scored
Discussion of relevant issues, theories and concepts for the chosen topic for essay 8
Demonstrated understanding, logic and reasoning evidenced in essay 6
Application of theories/concepts to industry/real products/services. And other relevant examples and ideas provided by the student to demonstrate an understanding of the theory 3
Style, structure, spelling, grammar, punctuation, referencing 3
Total 20